An Empirical Study On The Impact Of Service Failure Ponderance, Service Recovery Strategy On Service Recovery Effects In Our Country's Hospitality Industry

As market competition continues to intensify and service industry is developing, service marketing is widely concerned by both academia and business world. Service quality and customer satisfaction is always the core of market research and management. But, the "zero defects" service can't be achieved because of the intangibility, heterogeneousness, simultaneity of producing and consuming, and easy-passing characters of service. Service failure decreases customer satisfaction and destroys customer loyalty, which doesn't mean that the company will certainly lose customers.Effective service recovery can not only make the company restore over from the failure, but also increase customer awareness of the company image. More and more companies consider service recovery as an opportunity to consolidate customer loyalty, and implement it as a key strategy for maintaining and improving overall customer satisfaction. It has both theoretical and practical significances to study on customer satisfaction with service failure and recovery encounters.The past researches focused on the reasons of service failure and service recovery methods, but the Impact of Service Failure Ponderance, Service Recovery Strategy on Service Recovery Effects have not been researched totally.This paper uses simulant scenario methods, based on two-dimensions view, analyzes that under high service failure ponderance or low service failure ponderance,"high psychological-high benefit recovery strategy","high psychological-low benefit recovery strategy"and"low psychological-low benefit recovery strategy"cause impact on service recovery effects. Such kind of study has great meaning of initiation in the field of marketing management in China now.After doing a two-stage study, i.e. pilot study and large sample study, we do the factor analysis and test the reliability and the validity of the variables used in this dissertation.The results show that higher the ponderance of service failure is, then lower the customer satisfaction and BI will be; As to the service recovery, the"high psychological-high benefit recovery strategy","high psychological-low benefit recovery strategy"and"low psychological-low benefit recovery strategy"will cause lower and lower customer statisfaction and BI.